Sophia Kacimi, French-Moroccan Designer Transforms Luxury Fashion into Chess Art

Meet Sophia Kacimi, a French-moroccan designer with a background of 15 years working for luxury fashion houses (Givenchy, Chanel, Louis Vuitton, Alexander McQueen), who has now started her own brand Zoubida based on her Moroccan roots. The label was born in 2021 and has recently been included in art fairs such as 1-54 Art Fair in London last October and this January at a Tank magazine creative space due to it’s multidimensionality.

The signature piece at both events is an innovative chess board installation. It explores how traditional craftsmanship can create new artistic possibilities by incorporating vibrant, jacquard upholstery fabrics commonly found in Moroccan homes. I had a chat with Sophia and she spilled the Moroccan tea on the inspiration behind the works and her favorite pieces.

Sophia playing with Zoubida chess pieces at the Tank Magazine installation in London

Creativo: Sophia, I absolutely adore what you’ve created for Zoubida! Would love to hear what got you started in fashion.

Sophia: Thanks for having me! My first inspiration was my mother, who is French and works in fashion. I chose to study business in France and my first job was working for Givenchy and subsequently Chanel in Paris. After a short stint in New York I came to London to work for McQueen and Burberry. I’ve worked the past 15 years building my career in fashion in three of the major fashion cities!

Creativo: Amazing! What inspired Zoubida?

Sophia: Having worked for a few of the major luxury brands (McQueen, Louis Vuitton, Burberry) and learned much about the industry I decided it was time to strike out on my own highlighting the fabrics of my French-Moroccan roots. My family is very entrepreneurial and taught me from an early age that it is ok to fail. My father is on the team at Zoubida and I absolutely love building my own brand.

Creativo: What makes Zoubida different? What are you most proud of with this brand?

Sophia: Zoubida is a sustainable fashion brand steeped in tradition. Half my family is in Morocco. I know many local artisans and we pick traditional fabrics based on history. The starting point of our creations are traditional Moroccan fabric, that I twist into unexpected shapes, very much inspired by my life in London. Very important to me to highlight how a brand is more than its lead creative director (myself). At each Zoubida pop up I have a movie playing which highlights the integral role local artisans play in creating fabrics and pieces. I go to Morocco every month to meet with the team.

Creativo: So inspired! One of my favorite pieces you showed at 1-54 Art Fair in London and this month at Tank Magazine is the chess board. Tell us about the inspiration behind that creation.

Sophia: As a creative I take classes regularly to stay inspired and keep learning. A sculpture class I took a couple years ago inspired me to make 3D design objects with our fabrics. As an avid chess player since youth a life size chess board came to mind. The king is the center piece, but also the most limited in movement. It is nothing without all the pieces around him, that protects him throughout the game. Similarly, as an artist, I am nothing without the artisans around me. It is them, that I celebrate with this piece, and put back at the center. It was a co-creation.

The Pink and Yellow colors represent chess's dual nature. Pink's players are artists of position and patience, crafting subtle strategies and finding creative paths to victory through careful maneuvering. Yellow, in contrast, brings explosive energy to the board, favoring tactical strikes and aggressive play that puts immediate pressure on their opponents. When these teams meet, it's a clash between the thoughtful and the dynamic, between patient strategy and bold initiative.

Creativo: You also have jackets, which are iconic. Love the shapes! Can you tell us about those?

Sophia: Our jackets are an extension of the Zoubida universe. Having lived in London the past 8 years I know the market and how Brits love their quirky, eccentric styles. Outerwear is an essential part of your style. Girls wearing a men’s XXL trench is the epitome of cool girl sexy. Our outwear takes this oversized trend and melds it with Moroccan fabrics for a bright twist guaranteed to liven up any gloomy London day.